The Impact of Social Media (Social Media) on Customer Relationship within the UK Fast Food Sector
Added on 2023-04-23
33 Pages8368 Words284 Views
Running Head: BUSINESS RESEARCH PROJECT
The Impact of Digital technology (Social media) on customer relationship within the UK fast food sector
The Impact of Digital technology (Social media) on customer relationship within the UK fast food sector
BUSINESS RESEARCH PROJECT 2
Abstract
The primary aim of this study is to evaluate the role of social media on customer relationship in the
UK fast food sector. The introduction, literature review, research methodology, data analysis and
findings, and conclusion and recommendation is discussed in this study. The introduction section
could be effective in collecting information about the concepts and meaning of the research
background. This section is also effective in gaining the knowledge about research objectives and
scope of the study as it will be effective for completing the study. The literature review demonstrated
that the technology is being an imperative part of the business due to eliminating the probability of
failure from the business operation by making easily process of business through customer relations.
The literature review could also supported that there is positive relationship between the digital
technology and customer relationship. In the literature review section, different strategies has been
discussed named customer service tool, E-mail method, communication tool, and training and
development method. In this study, the research scholar is practiced deductive approach for evaluating
the data by considering the research hypothesis. In this study, the mixed research design is practiced
by the investigator as it supports to get the conceptual and numerical information about the research
issues. The secondary and primary data collection also be practiced as they also is supportive in
getting the non-factual and factual data by available and first handed data sources. This process will
consider statistical information and non-statistical data analysis method for evaluating conceptual and
statistical data about the current research matter. The researcher has selected 50 employees to conduct
this study and make favourable decision in the context of the current matter. Further, the researcher
uses ethical norms for conducting the study in a systematic manner. In this process, SPSS and Ms-
Excel software are practiced by the researcher to evaluate the data and meet the research aim.
Moreover, the recommendation and conclusion section is imperative in summarizing the whole
research as it is associated with the relationship between social media and customer relationship.
Abstract
The primary aim of this study is to evaluate the role of social media on customer relationship in the
UK fast food sector. The introduction, literature review, research methodology, data analysis and
findings, and conclusion and recommendation is discussed in this study. The introduction section
could be effective in collecting information about the concepts and meaning of the research
background. This section is also effective in gaining the knowledge about research objectives and
scope of the study as it will be effective for completing the study. The literature review demonstrated
that the technology is being an imperative part of the business due to eliminating the probability of
failure from the business operation by making easily process of business through customer relations.
The literature review could also supported that there is positive relationship between the digital
technology and customer relationship. In the literature review section, different strategies has been
discussed named customer service tool, E-mail method, communication tool, and training and
development method. In this study, the research scholar is practiced deductive approach for evaluating
the data by considering the research hypothesis. In this study, the mixed research design is practiced
by the investigator as it supports to get the conceptual and numerical information about the research
issues. The secondary and primary data collection also be practiced as they also is supportive in
getting the non-factual and factual data by available and first handed data sources. This process will
consider statistical information and non-statistical data analysis method for evaluating conceptual and
statistical data about the current research matter. The researcher has selected 50 employees to conduct
this study and make favourable decision in the context of the current matter. Further, the researcher
uses ethical norms for conducting the study in a systematic manner. In this process, SPSS and Ms-
Excel software are practiced by the researcher to evaluate the data and meet the research aim.
Moreover, the recommendation and conclusion section is imperative in summarizing the whole
research as it is associated with the relationship between social media and customer relationship.
BUSINESS RESEARCH PROJECT 3
Table of Contents
Chapter 1: Introduction............................................................................................................................4
Research title........................................................................................................................................4
Research aim and objectives................................................................................................................4
Research questions...............................................................................................................................4
Research background...........................................................................................................................4
Research significance..........................................................................................................................5
Chapter 2: Literature review....................................................................................................................6
Chapter 3: Research methodology...........................................................................................................9
Introduction..........................................................................................................................................9
Research approach...............................................................................................................................9
Research design...................................................................................................................................9
Data collection method........................................................................................................................9
Data analysis method.........................................................................................................................10
Sampling method...............................................................................................................................10
Ethical consideration..........................................................................................................................11
Research limitation............................................................................................................................11
Survey through questionnaire................................................................................................................11
A. Keep Customers Up to Date......................................................................................................13
B. Easier Questions and Feedback.................................................................................................13
C. Effective Delivery......................................................................................................................13
D. Customer Service Management.................................................................................................13
E. Efficiency and Pricing...............................................................................................................13
F. All of the above..........................................................................................................................13
Chapter 4: Data Analysis and findings..................................................................................................14
Chapter 5: Conclusion and recommendation.........................................................................................30
References..............................................................................................................................................31
Table 1: Gender.....................................................................................................................................15
Table 2: Age...........................................................................................................................................16
Table 3: Experience...............................................................................................................................16
Table 4: Use digital technology.............................................................................................................17
Table 5: Reason of using digital technology.........................................................................................18
Table 6: How often you used digital tool..............................................................................................19
Table 7: Digital technology is benificial................................................................................................20
Table 8: Disadvatges of using digital technology..................................................................................21
Table 9: Effective marketing strategy....................................................................................................22
Table of Contents
Chapter 1: Introduction............................................................................................................................4
Research title........................................................................................................................................4
Research aim and objectives................................................................................................................4
Research questions...............................................................................................................................4
Research background...........................................................................................................................4
Research significance..........................................................................................................................5
Chapter 2: Literature review....................................................................................................................6
Chapter 3: Research methodology...........................................................................................................9
Introduction..........................................................................................................................................9
Research approach...............................................................................................................................9
Research design...................................................................................................................................9
Data collection method........................................................................................................................9
Data analysis method.........................................................................................................................10
Sampling method...............................................................................................................................10
Ethical consideration..........................................................................................................................11
Research limitation............................................................................................................................11
Survey through questionnaire................................................................................................................11
A. Keep Customers Up to Date......................................................................................................13
B. Easier Questions and Feedback.................................................................................................13
C. Effective Delivery......................................................................................................................13
D. Customer Service Management.................................................................................................13
E. Efficiency and Pricing...............................................................................................................13
F. All of the above..........................................................................................................................13
Chapter 4: Data Analysis and findings..................................................................................................14
Chapter 5: Conclusion and recommendation.........................................................................................30
References..............................................................................................................................................31
Table 1: Gender.....................................................................................................................................15
Table 2: Age...........................................................................................................................................16
Table 3: Experience...............................................................................................................................16
Table 4: Use digital technology.............................................................................................................17
Table 5: Reason of using digital technology.........................................................................................18
Table 6: How often you used digital tool..............................................................................................19
Table 7: Digital technology is benificial................................................................................................20
Table 8: Disadvatges of using digital technology..................................................................................21
Table 9: Effective marketing strategy....................................................................................................22
BUSINESS RESEARCH PROJECT 4
Table 10: Digital technology is vital......................................................................................................23
Table 11: Customers retaion affect the business...................................................................................24
Table 12: Technology innovation..........................................................................................................25
Table 13: activity completed by the digital technology.........................................................................26
Table 14: role of digital technology in customer relation......................................................................27
Table 15: Customer service technology.................................................................................................28
Chart 1: Gender......................................................................................................................................15
Chart 2: Age...........................................................................................................................................16
Chart 3: Experience...............................................................................................................................17
Chart 4: Use digital technology.............................................................................................................17
Chart 5: Reason of using digital technology..........................................................................................18
Chart 6: How often you used digital tool...............................................................................................19
Chart 7: Digital technology is benificial................................................................................................20
Chart 8: Disadvatges of using digital technology..................................................................................21
Chart 9: Effective marketing strategy....................................................................................................22
Chart 10: Digital technology is vital......................................................................................................23
Chart 11: Customers retaion affect the business....................................................................................24
Chart 12: Technology innovation..........................................................................................................25
Chart 13: activity completed by the digital technology.........................................................................26
Chart 14: role of digital technology in customer relation......................................................................27
Chart 15: Customer service technology.................................................................................................28
Table 10: Digital technology is vital......................................................................................................23
Table 11: Customers retaion affect the business...................................................................................24
Table 12: Technology innovation..........................................................................................................25
Table 13: activity completed by the digital technology.........................................................................26
Table 14: role of digital technology in customer relation......................................................................27
Table 15: Customer service technology.................................................................................................28
Chart 1: Gender......................................................................................................................................15
Chart 2: Age...........................................................................................................................................16
Chart 3: Experience...............................................................................................................................17
Chart 4: Use digital technology.............................................................................................................17
Chart 5: Reason of using digital technology..........................................................................................18
Chart 6: How often you used digital tool...............................................................................................19
Chart 7: Digital technology is benificial................................................................................................20
Chart 8: Disadvatges of using digital technology..................................................................................21
Chart 9: Effective marketing strategy....................................................................................................22
Chart 10: Digital technology is vital......................................................................................................23
Chart 11: Customers retaion affect the business....................................................................................24
Chart 12: Technology innovation..........................................................................................................25
Chart 13: activity completed by the digital technology.........................................................................26
Chart 14: role of digital technology in customer relation......................................................................27
Chart 15: Customer service technology.................................................................................................28
BUSINESS RESEARCH PROJECT 5
Chapter 1: Introduction
Research title
The Impact of Digital technology on customer relationship within the UK fast food sector.
Research aim and objectives
Aim of the study is to examine the impact of digital technology (social media sources) on making the
customer relationship for the UK fast-food sector.
To comprehend the conceptual information about the digital technology and customer
relationship
To address the impact of digital technology on customer relationship within the UK fast food
sector
To recommend the strategies for improving practices of digital technology in customer
relationship within the UK fast food sector
Research questions
What is the meaning and concept of digital technology and customer relationship (Yes, I am
going to look at their different meanings and concepts)
What is the impact of digital technology on customer relationship within the UK fast food
sector
What are strategies used for improving practices of digital technology in customer
relationship within the UK fast food sector
Research background
In the current business era, it is essential for the organisation to improve their existing knowledge
about digital technology to improve their relationship with consumers and retain them for the long-
term. Moreover, it is stated that digital technology offers a way to the organisation for operating a
business and sustain their business in the marketplace (Hair Jr, et al., 2015). The social media of
digital communication could also support an organisation to directly communicate with their
consumers and get feedback on goods and services for increasing the satisfaction level of consumers
(Fernie, 2014). The organisation could consider the training and development method to employee for
gaining knowledge of them about the different sources of social media to make the reliable
relationship with the consumers and attract them to have goods and services of UK fast food industry.
The digital technology is an imperative way for operating business in an effective way (Aung and
Chang, 2014).
Research significance
This study is effective for the researcher to increase their conceptual understanding about the digital
technology as well as customer relationship. Further, it supports to improve knowledge of investigator
towards the impact of digital technology on customer relationship within the UK fast food sector. This
study is effective for evaluating the research concern, which will lead to easily solve the research
matter. Lastly, it could be effective in obtaining the information about the strategies used 0by the
Chapter 1: Introduction
Research title
The Impact of Digital technology on customer relationship within the UK fast food sector.
Research aim and objectives
Aim of the study is to examine the impact of digital technology (social media sources) on making the
customer relationship for the UK fast-food sector.
To comprehend the conceptual information about the digital technology and customer
relationship
To address the impact of digital technology on customer relationship within the UK fast food
sector
To recommend the strategies for improving practices of digital technology in customer
relationship within the UK fast food sector
Research questions
What is the meaning and concept of digital technology and customer relationship (Yes, I am
going to look at their different meanings and concepts)
What is the impact of digital technology on customer relationship within the UK fast food
sector
What are strategies used for improving practices of digital technology in customer
relationship within the UK fast food sector
Research background
In the current business era, it is essential for the organisation to improve their existing knowledge
about digital technology to improve their relationship with consumers and retain them for the long-
term. Moreover, it is stated that digital technology offers a way to the organisation for operating a
business and sustain their business in the marketplace (Hair Jr, et al., 2015). The social media of
digital communication could also support an organisation to directly communicate with their
consumers and get feedback on goods and services for increasing the satisfaction level of consumers
(Fernie, 2014). The organisation could consider the training and development method to employee for
gaining knowledge of them about the different sources of social media to make the reliable
relationship with the consumers and attract them to have goods and services of UK fast food industry.
The digital technology is an imperative way for operating business in an effective way (Aung and
Chang, 2014).
Research significance
This study is effective for the researcher to increase their conceptual understanding about the digital
technology as well as customer relationship. Further, it supports to improve knowledge of investigator
towards the impact of digital technology on customer relationship within the UK fast food sector. This
study is effective for evaluating the research concern, which will lead to easily solve the research
matter. Lastly, it could be effective in obtaining the information about the strategies used 0by the
BUSINESS RESEARCH PROJECT 6
company for improving practices of digital technology in customer relationship within the UK fast
food sector.
company for improving practices of digital technology in customer relationship within the UK fast
food sector.
BUSINESS RESEARCH PROJECT 7
Chapter 2: Literature review
Fernie and Sparks (2018) state that technology is a significant part of the firm as it assist to improving
the whole process of business functions. It could increase probability of getting higher competitive
benefits.In the 21st century, each organisation has used digital technology (social media sources) to
operate the business and meet it's targeted in leats time and cost. Fernie and Sparks (2018) stated that
social media is technology that enables to the firm for communicating with specified consumes and
share the unique feature of their products and services. Along with this, organization could also
demonstrates the customer’s value, which will lead to the organization for improving their overall
business by enhancing the productivity of the firm. For illustration, an organisation has used digital
technology as it would facilitate to increase the awareness of goods and services among consumers.
This tool could also be effective in increasing the demand for particular goods and services. The
digital technology could lead to the firm for boosting the financial performance of the firm in the least
time by eliminating the risk of firm and
In addition, modern technology like could lead to the firm for boosting the financial performance of
the firm in the least time.
Apart from this, Panagiotopoulos et al. (2015) examined that consumer relationship could play an
imperative role in the failure and success of a particular business. Strong relation could support to
build brand loyalty as well as increasing the business reputation because the poor consumer service
could negatively impact on the image of a business. It could affect the overall performance of the
organisation. Technical innovation could make an easy process of interaction between consumer and
employees. It could lead to the firm for spreading awareness of goods and services among a large
number of consumers and complete their organisational task.
In contrast to this, Grant, (2016) stated that digital technology is being an integral part of each
business due to supporting to make the decision about a specified organisational goal. The main
reason of the application of computer-based technology in the business is to eliminate the manual
process of business activity and make automotive process which could be supportive for saving time
of the organization. A higher satisfaction level of consumers could make a diverse image of the firm
among the consumers and supports to easily build a strong relationship with them.
Lovelock and Patterson (2015) illustrated that good workforce do make customer relationship. It is
because the consumer could be most imperative assets of an organisation as it leads to the firm for
making higher competitive benefits. In the organisation, many employees have a positive perception
of the organisation action, which could be effective for the firm for getting a favorable outcome.
Role of digital technology on the customer relationship
Boyland and Whalen (2015) stated that customer relations could lead to the success and failure of the
organisation. The strong relationship could build loyalty as well as encourage the business tosustain
their business in the marketplace. Moreover, the business could operate by the organisation by
considering many policies as it could be associated with competitiveness. Further, digital technology
Chapter 2: Literature review
Fernie and Sparks (2018) state that technology is a significant part of the firm as it assist to improving
the whole process of business functions. It could increase probability of getting higher competitive
benefits.In the 21st century, each organisation has used digital technology (social media sources) to
operate the business and meet it's targeted in leats time and cost. Fernie and Sparks (2018) stated that
social media is technology that enables to the firm for communicating with specified consumes and
share the unique feature of their products and services. Along with this, organization could also
demonstrates the customer’s value, which will lead to the organization for improving their overall
business by enhancing the productivity of the firm. For illustration, an organisation has used digital
technology as it would facilitate to increase the awareness of goods and services among consumers.
This tool could also be effective in increasing the demand for particular goods and services. The
digital technology could lead to the firm for boosting the financial performance of the firm in the least
time by eliminating the risk of firm and
In addition, modern technology like could lead to the firm for boosting the financial performance of
the firm in the least time.
Apart from this, Panagiotopoulos et al. (2015) examined that consumer relationship could play an
imperative role in the failure and success of a particular business. Strong relation could support to
build brand loyalty as well as increasing the business reputation because the poor consumer service
could negatively impact on the image of a business. It could affect the overall performance of the
organisation. Technical innovation could make an easy process of interaction between consumer and
employees. It could lead to the firm for spreading awareness of goods and services among a large
number of consumers and complete their organisational task.
In contrast to this, Grant, (2016) stated that digital technology is being an integral part of each
business due to supporting to make the decision about a specified organisational goal. The main
reason of the application of computer-based technology in the business is to eliminate the manual
process of business activity and make automotive process which could be supportive for saving time
of the organization. A higher satisfaction level of consumers could make a diverse image of the firm
among the consumers and supports to easily build a strong relationship with them.
Lovelock and Patterson (2015) illustrated that good workforce do make customer relationship. It is
because the consumer could be most imperative assets of an organisation as it leads to the firm for
making higher competitive benefits. In the organisation, many employees have a positive perception
of the organisation action, which could be effective for the firm for getting a favorable outcome.
Role of digital technology on the customer relationship
Boyland and Whalen (2015) stated that customer relations could lead to the success and failure of the
organisation. The strong relationship could build loyalty as well as encourage the business tosustain
their business in the marketplace. Moreover, the business could operate by the organisation by
considering many policies as it could be associated with competitiveness. Further, digital technology
BUSINESS RESEARCH PROJECT 8
could be imperative in keeping consumers by directly conversing with them and comprehend their
needs and desires towards goods. It will lead to make business decision.
In support of this, Kotler et al. (2015) stated that business owners could use different techniques of the
digital technology to inform the consumers towards new goods, which might increase the interest of
them to purchase goods and services. The business owners could use digital technology for building
the customer’s relationship and increase the profitability of a firm. Social media could increase the
ability of a firm to sustain their business in the marketplace. Moreover, the digital technology could
attract huge number of consumers in same time and facilitates to share their message among them in
one time that would be effective for saving the time of promotion of the firm. This is a tool that assists
the firm to improve its existing situation and make a different image in the marketplace without
higher investment in the business activity.
Crane and Matten (2016) argued that digital technology could support the firm to reach consumers in
the least time and obtain a feasible result with respect to the impact of digital technology on customer
relationship management. E-communication method is crucial as it offers fast and cheaper services for
both parties’ organisation as well as consumers.
In favor of Royle and Laing (2014) examined that the popularity of digital technology makes the
easier procedure of business activity that saves as well as the time of the organisation. Moreover, the
organisation uses this tool for increasing their competitiveness and capable to get higher benefits.
Moreover, poor customer relationships could be possible due to the lack of innovative products and
services in the working place. Royle and Laing (2014) stated that poor communication could decline
the opportunity for effectively convey the message to others and make decision about the
organizational task.
Yu Ramanathan and Nath (2014) examined that consumer relation management could be effective in
satisfying a huge number of the consumer by products and services of the organisation. In addition, it
is examined that business could use different tools and techniques for public relation, which would be
effective in sustaining business in the market place for the upcoming period. The organisation could
practice customer service management cultures and programs to track and evaluate data and collect
consumer feedback to reach a reliable conclusion. The organisation has mainly used such sources to
offer their services to deliver goods and services, which consumers desire to get and make a favorable
decision.
In support of this,Schwab (2017) stated that social media sources could offer a path to the
organization to post content related to products and services among huge number of consumers. It will
be effective for meeting the aim and objectives of the organizational task. There are different sources
that might be affected by the firm to increase the awareness of company’s products and services
named as Facebook, Instagram, Wtsapp, YouTube, twitter, and Gmail. These sources will be effective
in getting the data towards the organizational products and services.
Strategies
could be imperative in keeping consumers by directly conversing with them and comprehend their
needs and desires towards goods. It will lead to make business decision.
In support of this, Kotler et al. (2015) stated that business owners could use different techniques of the
digital technology to inform the consumers towards new goods, which might increase the interest of
them to purchase goods and services. The business owners could use digital technology for building
the customer’s relationship and increase the profitability of a firm. Social media could increase the
ability of a firm to sustain their business in the marketplace. Moreover, the digital technology could
attract huge number of consumers in same time and facilitates to share their message among them in
one time that would be effective for saving the time of promotion of the firm. This is a tool that assists
the firm to improve its existing situation and make a different image in the marketplace without
higher investment in the business activity.
Crane and Matten (2016) argued that digital technology could support the firm to reach consumers in
the least time and obtain a feasible result with respect to the impact of digital technology on customer
relationship management. E-communication method is crucial as it offers fast and cheaper services for
both parties’ organisation as well as consumers.
In favor of Royle and Laing (2014) examined that the popularity of digital technology makes the
easier procedure of business activity that saves as well as the time of the organisation. Moreover, the
organisation uses this tool for increasing their competitiveness and capable to get higher benefits.
Moreover, poor customer relationships could be possible due to the lack of innovative products and
services in the working place. Royle and Laing (2014) stated that poor communication could decline
the opportunity for effectively convey the message to others and make decision about the
organizational task.
Yu Ramanathan and Nath (2014) examined that consumer relation management could be effective in
satisfying a huge number of the consumer by products and services of the organisation. In addition, it
is examined that business could use different tools and techniques for public relation, which would be
effective in sustaining business in the market place for the upcoming period. The organisation could
practice customer service management cultures and programs to track and evaluate data and collect
consumer feedback to reach a reliable conclusion. The organisation has mainly used such sources to
offer their services to deliver goods and services, which consumers desire to get and make a favorable
decision.
In support of this,Schwab (2017) stated that social media sources could offer a path to the
organization to post content related to products and services among huge number of consumers. It will
be effective for meeting the aim and objectives of the organizational task. There are different sources
that might be affected by the firm to increase the awareness of company’s products and services
named as Facebook, Instagram, Wtsapp, YouTube, twitter, and Gmail. These sources will be effective
in getting the data towards the organizational products and services.
Strategies
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Impact of social media on customer satisfaction Case Study 2022lg...
|64
|19508
|14
The Impact of OTA on the Irish Hotel Industrylg...
|41
|9496
|152
Research Project - Concept of Social Medialg...
|42
|11552
|108
Impact of Therapeutic Alliance on Treatment Outcome in Patients with Dissociative Disorder: A Case Study of RVI Hospitals, Englandlg...
|33
|6633
|114
Significance and Benefits of Using Social Media in Customer Relationship Managementlg...
|14
|3469
|169
The Influence of Social Media on External Communication in Australian Retail Industrylg...
|72
|19471
|454